China’s 520 Day, celebrated on May 20, is a modern twist on traditional Valentine’s Day. The occasion is also known as I Love You Day as the numeral date sounds like “I love you” in Mandarin.
Embraced primarily by younger generations, 520 Day has become popular for expressing love and affection through gifting and celebration.
Retailers and e-commerce platforms capitalize on the occasion with special promotions, sales, and exclusive product launches. Popular presents include flowers, chocolates and jewelry, but also luxury items and high-tech gadgets.
520 Day blends traditional Chinese culture with contemporary commercialism, underscoring the growing importance of personalized and experiential gifting in the mainland.
Celebrity and influencer endorsements have only amplified the festive spirit. And with brands both global and local vying for attention with social media campaigns, limited edition products and capsule collections, which brands nailed the theme and which squandered the opportunity?
Jing Daily takes a look at major 520 Day luxury fashion brand activations and campaigns this year
Ami: Limited edition handbag
Ami introduced a new light purple Paris Paris handbag, symbolizing budding young love, enduring affection, and romantic companionship. Marking its third consecutive 520 Day release, Ami captures the spirit of the occasion with this limited edition bag showcasing the brand’s signature French elegance features grainy cowhide leather and the Ami de Cœur golden heart clasp. Designed for versatility, the handbag includes both handles and adjustable shoulder straps. It’s a simple and literal take on 520 Day, but the item is cute, comfortable and playfully on point.
Bally: Collection featuring global ambassador Wang Yuan
Swiss luxury brand Bally launched an expansive 520 Day collection comprising clothing, handbags, shoes, and accessories. The campaign stars global brand ambassadors Wang Yuan and supermodel Chen Yu in a film titled Heartbeat Waiting. The collection, including the Ellipse women’s handbag and Daryel couple sneakers, exudes romance via its color palette and design details. The series includes cotton T-shirts and embroidered baseball caps, adding a touch of casual style for the celebration. While the accessories are covetable, some of the ready-to-wear items lack design savvy.
Bottega Veneta: Capsule collection, short film featuring top athletes
Bottega Veneta is known for creating dedicated short films for its holiday campaigns, from the 2024 New Year series titled The First Light of the New Year, to the Fall/Winter 23 On the Road series, and the short film All the Way to You, released last year for Qixi Festival.
This year, Bottega Veneta released a short film titled Walk Into Your Time (走进你的时光). Featuring three high-achieving Chinese athletes – Olympic diver Guo Jingjing, Olympic table tennis player Xu Xin, and swimmer-turned-golfer Ning Zetao – the film showcases themes of love, anticipation, and reunion against the diverse architectural backdrops of Shanghai and Chongqing. Directed by Guo Dongxun with photography by Yuan Xiaopeng, the campaign pays homage to late 1980s and early 1990’s cinema. The campaign cements Bottega Veneta’s reputation for art and style.
Etro: New fragrance co-created with singer Santa
Etro, in collaboration with singer and dancer Santa, presents a new film Rajasthan and limited edition, refreshed boutique fragrance. Santa dons Etro’s Spring/Summer 2024 collection, featuring floral print shirts, short sleeves, and wide-legged denim trousers, bringing vibrant florals and fruits to life on screen. The newly released Essential handbag, combining white with Arnica vintage fabric, embodies the brand’s distinctive Italian style.
Gucci: Cinematic film, campaign with envoys Vicky Chen, Song Weilong
Gucci collaborated with Chinese brand ambassadors actress Vicky Chen and actor Song Weilong for a new film and campaign under the theme “Love Takes Off Again.” Set against a cinematic backdrop, Chen and Song capture the moment of meeting amid a crowd. They revel on the beach and at parties, embracing, laughing, and running, creating a romantic and festive atmosphere. This is a fitting approach that aligns with contemporary young Chinese consumers’ aspirations for a carefree lifestyle. The film and images are an improvement on the brand’s main seasonal fashion campaigns, which have come off as a little lackluster.
Lanvin: Capsule collection promoted by ambassador Cheng Yi
Lanvin joined hands with global ambassador Cheng Yi to present a new 520 Day limited edition capsule collection. The pop-romantic patterns of the collection make for a sweet, Gen Z aesthetic that is defined by candy-colored tones. Cheng interprets the capsule with a relaxed posture, and a fresh, youthful charm.
Loewe: Clutch, film and advertising campaign with Chen Haosen and Lu Yuxiao
Loewe launched its classic Flamenco Purse clutch in new pink colors, accompanied by a pink donut chain. Brand ambassadors Chen Haosen and actor Lu Yuxiao star in a playful film advertisement, aimed at expressing intimate and diverse expressions of love; in addition, model Sister Ma stars in the campaign’s still shots, exploring different types of affection. With its alluring images, engaging video and cute catchphrase (“I Loewe You”), Loewe shows that elegant simplicity is sometimes the best policy.
Saint Laurent: Collection featuring actress Tang Yan
Saint Laurent deployed its ambassador, actress Tang Yan, for its 520 Day campaign. Tang rose to prominence on Chinese social media this year due to her stellar performance in Wong Kar-wai’s TV drama Blossoms Shanghai.
She attended the brand’s Fall/Winter women’s show at the recent Paris Fashion Week. In the ad, Tang is seen wearing a Saint Laurent Spring/Summer 24 outfit, paired with the LE 5À7 handbag and the Niki vintage leather handbag, while sporting Amelia aviator sunglasses.
Thom Browne: Limited collection
Thom Browne presents a series of 520 Day-themed images set in an office scene. The gentle tapping of keyboards tells a string of secrets, while a red apple symbolizes a heart full of passion. The quiet office setting contrasts sharply with vivid and humorous details, weaving a romantic atmosphere into an ordinary afternoon and showcasing the brand’s romantic temperament. This specially selected collection features classic gray herringbone suits, navy blue knit suits, color-blocked knit suits, various striped bags, as well as navy blue and classic white casual sneakers. The innovative designs combined with the classic four-stripe element embody both fashion and practicality, suitable for diverse occasions, making love extraordinary in daily life.
